Costco Displays California Closet’s Storage Solutions
California Closets, a leading designer of home storage solutions, has teamed up with Costco Warehouse Stores for the opportunity to showcase California Closets' custom storage products and its design and installation services in Costco stores via in-store kiosk displays. The move follows a 12-month, phased-in test at various Costco locations across the country.
“Given that 94% of Costco members are homeowners with an above average median household income, we believe this sophisticated and affluent market is perfectly aligned with the ideal California Closets client,” said Anthony Vidergauz, President and CEO of California Closets. “With the volume of foot traffic in Costco warehouses, this is an incredible opportunity for us to introduce our core philosophy of 'Simplifying home and life' to this discerning audience and generate exciting business through Costco.”
Sears Launches ‘Sears Essentials’
Sears, Roebuck & Co. has launched the Company’s newest off-mall format called Sears Essentials. This new mid-sized store format will leverage the best of Sears along with convenience-inspired items. Alan Lacy, Sears Chairman and CEO, said, “This new store format enables Sears to grow its brand off-mall and better meet the everyday needs of our customers.”
Sears Essentials will offer Sears’ product categories that are integral to home and family life, such as appliances, lawn and garden, tools, electronics, apparel and home fashions along with routinely purchased convenience items such as health and beauty, pantry, household and paper products, pet supplies, and toys.
The Home Depot’s ‘Virtual Apartment’ Takes Center Stage In Manhattan Store
The Home Depot recently opened its second Manhattan store bringing 108,000 sq. ft. of home improvement ideas to Midtown Manhattan. Shoppers will find a unique offering of high-end décor items and expanded customer services, like custom closet design and the largest tool center in Manhattan.
Additionally, the store differentiates itself with a “virtual apartment” in the lobby, a 1,400 sq. ft. space exhibiting project-based, real-life expressions in a mock one bedroom apartment.
“The new 59th Street store embodies the spirit of Manhattan and is designed to inspire our customers by helping them see the potential to improve their urban spaces,” said Tom Taylor, Eastern Div. President, Home Depot. The ‘virtual apartment’ gives The Home Depot an opportunity to showcase our most innovative and distinctive products in a way that is relevant.”
Lowe’s & Dremel Conduct Derby Car All-Star Design Contest
Lowe’s and Dremel have launched the Derby Car All-Star Design Contest, offering four kids the opportunity to win a trip to Lowe’s Motor Speedway where NASCAR driver Jimmie Johnson will award them with a trophy.
To enter the competition, kids ages seven to 10, are encouraged to design a unique derby car and submit their design to Lowe’s at Lowes.com/Dremel.
To give kids a head start, Lowe’s will offer Dremel demonstrations in select stores to help children plan and execute their design. The goal of the demonstration is to share tips and derby car building techniques with children and parents.
Homebuilder D.R. Horton & DIRECTV To Market New DIRECTV-Ready Homes
D.R. Horton, a leading homebuilder, and DIRECTV, have announced a marketing agreement that will enable DIRECTV to showcase its services in D.R. Horton model homes, showrooms and design centers across the country. D.R. Horton model homes and design centers will feature home theatre systems with DIRECTV service. Homebuyers will have the option to purchase a DIRECTV-ready home from D.R. Horton.
“Our relationship with D.R. Horton provides DIRECTV the opportunity to market directly to consumers who are buying a new home and making the initial decision about their entertainment services,” said Daren Benzi, V.P., Sales Development, DIRECTV. “We believe a ‘DIRECTV-ready’ home will resonate with our customers and play a role in their home-buying decision,” said Ric Rojas, V.P., D.R. Horton.
Sterling Promotions
Richmond American Homes Introduces Home Gallery Concept
Richmond American recently opened its flagship Home Gallery store in Denver, CO. The Home Gallery offers thousands of options for customizing a new home all in one convenient location.
The 11,000 sq. ft. Home Gallery features flooring, countertops, lighting and plumbing fixtures, cabinetry, paint, appliances, home entertainment, security and technology wiring and closet solutions. The Color Studio enables homebuyers to view color schemes that have been coordinated by design consultants. Buyers can view interactive information kiosks and video screens or receive individualized attention from a team of new home specialists.
In 2005, Richmond American plans to open up to 10 Home Galleries nationwide.
New Nesters Redefining Home; Creating Opportunities For Marketers
New Nesters, a young generation of home owners straddling two generations, exhibit wants, needs and behaviors vastly different from their parents and predecessors, believing that ‘home’ today symbolizes more than just a place to lay their heads, according to a finding in a new industry trend report from FIND/SVP.
The transformation of ‘home’ from a place of permanence to a place of transience seems to suggest a level of detachment that stems from the fact that New Nesters are marrying and starting families later in life, according to Jessica Hogue, a FIND/SVP analyst and author of the Trend Report, “Welcome the New Nesters.” “Since these individuals are very comfortable with a non-traditional definition of ‘home,’ they tend to have a greater propensity to redecorate and reincarnate their homes,” Hogue said. “This quest for renewal means great market potential for marketers who can develop new, affordable products and services for the home.”
Leo Burnett Study Reveals How Women Really Feel About Their Homes
Despite their increasing role in the workplace, the home remains a defining factor for women, according to a new study conducted by LeoShe, a Leon Burnett consulting unit dedicated to unlocking new thinking about female consumers. Women are becoming more dominant inside the home, not less, despite the fact they are taking on more roles outside the home.
Many women today describe their role in the home in business terms-chief operating officer, managing director, etc. Almost 60% of women strongly agree that what it takes to properly care for a home is undervalued in today’s society. 65% strongly agree that it is possible for women to balance a successful career with a successful home. When asked what they most want to change about their homes, 60% of women surveyed said “their husbands.” Denise Fedewa, co-founder of the LeoShe unit attributed this trend to a reluctance by women to relinquish control over the home realm.
The study identified four prevailing home mindsets: The “House Proud” Woman (37%)-This is the largest segment, comprising those women who consider their house a source of pride and joy; The “Treading Water” Woman (29%)-These women are at the opposite end of the spectrum and consider their home another burden; The “Keeping Up With The Jones” Woman (12%)-This small but growing segment strives for perfection, viewing her home as a status symbol; The “Keep It Simple” Woman (22%)-Lives by realistic, practical home standards.
Home Entertaining On The Rise
Consumers today are using their homes as a hub of activity, opening their doors to their neighbors and family, and expressing their creativity through home entertainment. According to Robert Zollweg, Creative Director for Libbey Inc., a tableware marketer, focus group studies conducted by Libbey have shown that consumers approach mealtime and home entertainment as mini-events.
According to a recent report released by Yankelovich Partners, 65% of consumers entertain regularly at home. That figure jumps up to 71% for Generation Xers, the generation of 25- to 37-year-olds born in the post-baby boom era.
Libbey’s research indicates that consumers aren’t just serving pizza out of the box and opening a bag of chips. Rather, home entertainment has become an expression of self, an outlet for creativity.
Hefty Serve 'n Store Tableware Is New Category
Pactiv Corp. has launched Hefty Serve ‘n Store disposable plates and bowls, a new category of kitchen convenience which provides the functionality of microwavable disposable tableware and storage containers. Hefty Serve ‘n Store products go from the table, to the refrigerator to the microwave and back again, providing one disposable product for serving, storing and reheating.
Pactiv is supporting the launch with extensive advertising and promotion.
Jacuzzi Teams With Ferrari Designer To Create Whirlpool Bath Tubs
Jacuzzi has unveiled a new series of Whirlpool baths that were designed in conjunction with Pininfarina, legendary for their Ferrari car designs. Morphosis is a new Jacuzzi initiative focused on seeking out ventures in order to combine the best design aspects from outside the bath industry with the performance and technology Jacuzzi is known for.
“This first series of tubs coming out of the Morphosis initiative are luxury whirlpool baths designed for the most discerning homeowner,” said Kent Baker, President of Jacuzzi Whirlpool Bath.
Amarr Garage Doors recently debuted its new exhibit at the International Builders’ Show in Orlando, Florida, complete with the world’s first video garage door. The new booth offers many stylish elements, including a 20-foot high tower, a faux roof and catwalk highlighted by the video garage door. Eight video monitors in the center of the door will show a continuous display of product, lifestyle photos, and artistic images. With the new display, Amarr has the ability to show nine different models of doors. “The first video garage door will definitely be a highlight and we feel it will draw even more attention to this already spectacular booth,” commented Teresa Lowry, Amarr’s Director of Marketing.
Duraflame Promotion Targets NASCAR Fans
Duraflame is introducing thousands of NASCAR fans to its new line of charcoal grilling and ignition products through the Duraflame ‘Fire it Up’ promotion.
The campaign focuses product messages and sampling activities near NASCAR tracks, where fans gather to grill during race weekends. The Duraflame “BBQ Pit Stop,” a custom-wrapped 40-foot trailer, travels to NASCAR markets. At select NASCAR races, a squad of “grill reps” visit camp sites near the track, educating hungry fans about Duraflame’s new Fresh Light orange scented charcoal lighter fluid, and inviting them to sample the product. In addition, the winner of a retail promotion will be invited to the 2005 Daytona season opener and a personal meeting with race car driver Rusty Wallace.
“Our NASCAR promotion programs have provided a great platform for reaching consumers we traditionally did not market to,” said Chris Caron, V.P., Marketing, Duraflame.
This promotion was produced for Duraflame by Next Marketing, an Atlanta-based event and mobile marketing firm.
Nashville Display, Lebanon, TN will be showing this Cub Cadet Pallet Display, a 4-sided unit created to merchandise a selection of Commercial Professional Landscape Tools. The grid system offers flexibility and is constructed from diamond plate metal, wire, tubing and wood. Graphic panels provide information about each tool. The screened metal header signs offer strong brand identity. To learn more about this display, contract Richard Hornsby at Global Shop, Booth 5443, or call 6l5-743-2900.
Sterling Promotions
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